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Content Strategy Meetup: Experience, Traction, Growth

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Content Strategy Meetup: Experience, Traction, Growth

  1. 1. Vinish Garg | @vingar @mystippi Growth Mindset. Sustainability. The Product Mindset. Content Strategy Meetup @netsolutions, Feb 2018
  2. 2. A Work-In-Progress Turf. Product Goals. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  3. 3. Customer Journey. Not Linear. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  4. 4. …is Complex. Customer Journey… Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  5. 5. Customer Experience. Delight. Trust. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  6. 6. The UX Friction. Poor Onboarding Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018 Unexpected Outcome Wayfinding. Findability Missing Education
  7. 7. The UX FrictionWhy I am Hosting Content Strategy. Today.
  8. 8. Why? Marketing. Sales. Support. • Diluted Message • Inconsistent Terminology • Siloed Culture (Ownership) Cost. Brand Positioning. ROI Context. Shared. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  9. 9. Customer Story Product Story Canvas ON Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  10. 10. Shared Understanding. Common Turf. Integrated. JTBD. Inventory. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  11. 11. Spark Why Content? Vinish Garg | @vingar @ContentHug | vhite Workshop, 04 April 2015
  12. 12. Why Content? RIP Lorem Ipsum Content Before Design Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  13. 13. Content Types Structured Content Metadata Taxonomy Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018 The Lifeblood of UX.
  14. 14. Personalized. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018 Future Friendly. Structured Content + Semantic Metadata. Device Independent. Right content. On right device. At right time. For right context. In right language. In right package. ROI
  15. 15. Traction UX. Trust. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018 Reduced Churn Cost Saved Referrals Customer Success. Traction.
  16. 16. Growth Brand Story. Message. Pitch. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018 Content. The Differentiator.
  17. 17. Content is an Asset. Sustainability. WHY before HOW Turf. Goal. Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions, Feb 2018
  18. 18. Business Success. Customer Success.
  19. 19. Credits Vinish Garg | @vingar @mystippi Content Strategy Meetup @netsolutions Feb 2018 To Unsplash for the high quality stock free pictures
  20. 20. Me. Content Strategy Meetup @netsolutions, Feb 2018

Editor's Notes

  • Every product team is a part of product company. Digital agencies who develop products for other businesses need to work with a product mindset, to deliver true-value digital experiences! A product mindset is the growth mindset, and is required for a sustainable business model.
  • Every individual in the product team should have a shared understanding of product goals – why are they developing the product. Even if the ground is not ready, the match is ON.
  • Customer journey is not linear anymore. Product teams should identify all possible customer touch points whether it is the landing page, a social post, a forwarded email, a referred URL from an external source, a literature that they find at an event, or any other digital or physical instance.
  • Customers can continue interacting with the brand on different devices, at different times, and sometimes for different reasons (sometimes, they need to be educated for what all they can do, and for what value)
  • For a customer, a positive experience establishes their trust with the brand. It shows in NPS, referrals, churn, and hence in ROI for the organization. At present, the whole investment is on providing the right customer experience. It is NOT only about conversion anymore.
  • Customers often notice friction in the user experience. Whether it is in onboarding, or searching the right information they seek, or their interactions do not lead to the expected outcomes. In any case — who owns this BROKEN experience? Design, Engineering, Marketing?
  • Content strategy can contribute. Not only content (text, visuals, or video), strategic content means ‘what’, ‘why’, ‘when’, ‘where’, ‘how’, and ‘context’ of content too. Content processes bring different teams together.
  • Different teams plan, publish, and distribute content – for proposals, email campaigns, case studies, webinars (script and intro), support center, or presentations. Who ensures that the terminology, the voice and tone, the branding, the message, and the product story — align with whatever content is being published elsewhere, in product copy (microcopy, onboarding), media (PR and interviews)? How they ensure that only contextually relevant pieces of content are assembled and delivered to users, on the device of their choice, and for the reason they are seeking information, at the time when they need it? 

  • We need to map the customer story with the product story.
  • We need a shared understanding of how product story helps customers live their story. Next, different teams should have basic understanding of their own goals for how they all can contribute to this product story. For example, how marketers see the customer journey (while planning campaigns) should be in synch with how UX engineers see the customer journey (while designing the experience).
  • At this stage, the entire team understands that all content contributes to their individual goals and so, it should be strategically planned. This is a CLIPPED slide from my presentation at STC India Annual Conference 2015, Pune.
  • Thinking of design (artwork assets or templates, or branding) without content is a recipe of failure. Content strategists all over the world have said RIP to lorem ipsum years ago – it is unfortunate that I still see product teams (including in digital agencies) designing products without content. Content comes first, and teams should plan the design around the content. Pages are dead – users do not read a page. They need information that we assemble from different content chunks (content types, semantic metadata, taxonomy – all empowered by business rules).
  • User Experience – Content Models are at the heart of an effective UX. Teams should start with audit, and analysis, before they start investing in content models. It is extremely important to tie each piece of content to its goals, and these goals are tied to the organization ROI goals.
  • A strategic approach to content ensures personalized customer experience to all users. Right information is available to users at the right time, on the device of their choice, in the right format, for a delightful and omnichannel experience.
  • When content contributes to a positive UX, it contributions to the business traction. Happy customers means reduced churn, and which in turn saves cost. Happy customers means better retention and they can bring more customers.
  • When organizations plan to scale (raise funds, buy ins, across geographies or new customer segments), brand story plays the most important role. Strategic content is the biggest contributor to the message (value, voice and tone, promise), and the pitch.
  • So, the whole discussion has been moving actually around business success and customer success – for brand experience and customer experience. ‘Content Strategy brings order, structure, and value to the operations for the common goals.
  • Find me on Google! 